Consuming Male Identities: Masculinities, Gender Relations and Alcohol Consumption in Aotearoa New Zealand
Article first published online: 25 AUG 2011
Copyright © 2011 John Wiley & Sons, Ltd.
Journal of Community & Applied Social Psychology
Volume 22, Issue 4, pages 330–345, July/August 2012
How to Cite
Willott, S. and Lyons, A. C. (2012), Consuming Male Identities: Masculinities, Gender Relations and Alcohol Consumption in Aotearoa New Zealand. J. Community. Appl. Soc. Psychol., 22: 330–345. doi: 10.1002/casp.1115
- Issue published online: 14 MAY 2012
- Article first published online: 25 AUG 2011
- Manuscript Accepted: 13 JUL 2011
- Manuscript Revised: 10 JUL 2011
- Manuscript Received: 3 APR 2011
- masculine identities;
- gender relations;
- alcohol consumption;
The excessive and public consumption of alcohol with other men has been a traditional indication of manliness in Western cultures for many years. However, over the last two decades, this association has been eroded, in part through increased consumption by women. Within the gender-relational context of this increase, we empirically explore ways in which particular (friendship) groups of young men and women (re)construct masculine identities. The male participants demonstrated greater discursive flexibility in enacting their gender identities through alcohol consumption compared with earlier NZ research although also greater constraints on change compared with more recent UK research. A minority of men constructed themselves as atypical in that they did not like rugby, beer or consuming vast quantities of alcohol. These men were all in professional occupations, and we speculate that their social class and financial status may enable them to negotiate alternative demonstrations of masculinity. We conclude that these findings could be explicated through an examination of national gendered identities that arose out of a pioneer culture, and the commodification of gender identities through alcohol consumption. Copyright © 2011 John Wiley & Sons, Ltd.